Kitchen & Bath Business September 2021 - 55

What's your advice for someone just getting into the industry?
Work for someone else fi rst so you can learn the market; keep an open
mind about your own inherent beliefs concerning what you think you know;
challenge the status quo daily; and most importantly, learn how to sell benefi
ts, value and your creative vision - NOT your time. Th ose who are willing
to put the time in to learn the art of design and understand the basics of running
a business will succeed. And expose yourself to new places and people
even in your own hometown; getting out of your comfort zone is essential.
What are your marketing tips for other designers?
1. Paying for good photography is the best marketing expense you can have.
2. Catalog your photos well and be responsive to editors and others who can
help you promote yourself and your work.
3. Repurpose your photos by using them for other types of content marketing
for social media.
4. If you want to get the most out of your clients' reviews, encourage them to
be more specifi c about the value you brought to the project.
5. Devote time to " Google my Business " - it is the best free marketing you
can do for yourself, hands down.
What is it like working with your daughters?
I love it - what mom wouldn't? I love that it is a female-led " family business, "
and it is wonderful to have such a good relationship with them that they
actually want to work with me! My eldest daughter, Mackenzie, is behind the
scenes by choice, and she handles the business end. To be able to trust her to
handle sensitive things like our books is such a relief. My youngest, Libby, is an
amazing designer and also runs our trade program. We all work together with
the real " boss " - my right hand and VP of everything, Liz (we call her Liz-omatic,
and she is truly part of our family now) - and I have complete confi dence
in their ability to manage the day-to-day drama of running an interior design
fi rm. Th is allows me to go out and dig up new drama - er, I mean business. We
really have refi ned our processes to allow everyone to do what they do best.
What's your favorite part about owning your own business?
My favorite part is my team - they keep me young, vibrant and relevant. I love
being around these people who have such energy and passion. My team is everything,
and I am nothing without them. Our retail store is also pretty magical,
and we are proud to be a fi nalist in the 32nd ARTS Awards in the category
of retailer/design fi rm. I also truly love the diversity of my days - working with
clients and designers, retail and doing some writing for industry publications.
How did you help small businesses during the pandemic?
Like everyone, I was nervous about the uncertainty of business, so I dove into
learning all there was to know about the PPP initiatives - even though there
was a lot of misinformation being conveyed. I felt it was important to know
it myself and not rely on others' interpretations. Th ere were so many small
businesses that didn't understand it, and at fi rst I didn't even realize we qualifi
ed. My cabinet maker applied for it because I nagged him to do it - he claims
my nagging comes naturally. I am pretty proud of being able to help so many
people, and I heard from many who said they never would have applied if I
was not talking about it nonstop. My Facebook group provided a tight focus
on business topics and seemed to help others navigate the pandemic craziness
and gave them a place to share the ups and downs and ask questions none of
us ever had to think about before.
What is a lesson you have learned throughout your career?
Your most valuable asset is your people. When I fi rst started in design, I had
come from a corporate environment that was pretty cutthroat. I was manABOVE
The designer opened
up this small master bath and
reimagined it with modern
materials, luxe hardware and
stunning lighting. A space
between the metal studs
created a unique shallow area
for storage. Photo by Greg
Riegler Photography
aging sales and marketing people, not creatives.
I learned the hard way by losing some valuable
people early on that my corporate training was
not conducive to running a small business where
you end up being a family. Now I am all about
hiring the right person and fi tting the job around
their strengths and weaknesses. Th is has made for
a great culture and mutual respect within our fi rm.
I also want people to feel empowered to disagree
with me and to have an opinion - this is how your
company will really grow. I fully believe designers
do not hire soon enough. Th ey wait until they are
drowning, and it is so much harder to train someone
when you are barely above water yourself.
What does the near future hold for you and
your business?
Business is good, and we have done a great job of
diversifying our services and clientele. We have
started designing houses from the ground up
and working out of state more, which will continue.
I am actively looking at buying a warehouse so
we can solve some of the issues around obtaining
and storing products. I will also continue to foster
my team and elevate them through the business,
and we are looking to work with the local branch
of Junior Achievement USA in 2022. Staying
relevant and passionate about business and the
industry feeds my mojo. I cannot imagine retiring
until someone kicks me out!
55
Kitchen & Bath Business September 2021

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